Learning is often positioned as a precondition for innovation in tourism; however, it is frequently treated as a broad construct. This study examines how different modes of learning shape innovation in boutique hotels in Valletta, Malta and it investigates whether these modes of learning stimulate novelty or imitation.
This study adopts a qualitative design based on semi-structured interviews with 25 respondents, including nine boutique hotel owners and 16 managers from 14 boutique hotels in Valletta, Malta.
Cumulative, vicarious, exploitative and experiential learning were found to support adaptation, problem solving, operational refinement and incremental improvement. However, the reliance of respondents on prior experience, visible market practices and established routines, constrained novelty by reinforcing imitation and reactive adaptation. Exploratory and creative learning were less prevalent; however, they were more closely associated with differentiation and novelty. Covid-19 further intensified adaptive and crisis-driven learning.
Hoteliers seeking distinctiveness should look beyond local competitors and routines, and encourage staff generated ideas. Destination stakeholders should promote ideational diversity by broadening hotel knowledge sources.
This study advances a granular understanding of the relationship between learning and innovation by illustrating the impacts of different modes of learning on novelty. It also demonstrates how vicarious learning amplifies knowledge circulation while constraining distinctiveness in a small island destination.
